BrandlandUSA has an excellent piece about how Hennessy damages its luxurious Cognac brand by associating it with a Rap musician.
The reason for the connection is obvious: attracting young, urban consumers. Courvosier reached for the same crowd when working with Busta Rhymes.
The liquor, that started this, was Grey Goose.
Grey Goose equipped luxurious stretch limousines, the preferred transportation of music stars, with its vodka. The passengers immediately connected Grey Goose with high prices and when leaving the car for a club, they asked for Grey Goose vodka there as well.
Through this smart move Grey Goose won club distribution, became notorious and a success story of how to enter the liquor market at a high price level. But did it turn Grey Goose into a luxury brand?
Associating your already luxurious brand with a rowdy rapper, who appears drunk at events watched by millions, hurts your image. It might increase brand awareness. But you are loosing a lot.